EXPO West Preview Specialty Butter

The Natural Products Expo West has been the leading tradeshow in the natural, organic and health products industry due to its continued support of industry leaders and the opportunities presented each year at the show. The expo was founded by New Hope Network with the first show in 1981. There were approximately 3,000 attendees during the first expo and in recent years, Expo West has seen more than 85,000 attendees. This year the show will be taking place from March 7-11 at the Anaheim Convention Center. The expo offers a chance for manufacturers and retailers of all sizes to meet in-person while getting a first-hand glimpse of what trends are fueling the industry.

“This year our goal is to show retailers how many ways butter can be used,” said Niloy Phukan, Epicurean Butter’s Chief Commercial Officer. “So, whether it’s in your bakery for bread, and your meat and seafood as a value add for consumers that are buying fresh meat and seafood, for meal kits with dollops and squeeze packs, and produce with their steamable bags, we are trying to show that butter doesn’t just have to be set in the butter category because flavored butter can be used in so many different ways. We are showing retailers that butter can live in many different parts of the store in many different formats. What that means is that butter fits in that trend of convenience. So, whether it’s a meal kit and you save time at home when you put something in the oven, it cooks, the butter melts and it gives it a ton of flavor. Showing how versatile it can be, flavored butter specifically, because it can be used in so many different formats across the store.”

The company’s objectives for the show surround educating consumers about the growth the butter category can provide multiple sections of the store.

“Our objectives are to showcase the value-added versatility of butter, really to show retailers that it can be used in so many ways and that goes to retailer education around how our butter can be used all over the store,” Phukan said. “We are going to showcase some new flavors this year. We are going to show some cream cheese; it’s not butter related, but we are going to be launching some cream cheese items in 2023. So, showing that we have some innovation on the flavor side and on the form side and then educating retailers on how premium flavored and premium butter can help drive growth.”

Epicurean has remained a loyal participant of Expo West for not only the opportunity it provides the company but also the industry as a whole.

“Expo West continues to be the No. 1 opportunity for natural and emerging brands,” Phukan said. “It is tough because it has become such a large show, but they have done a good job at having the hot products area that opens a day early and opens a day late, so we will be over in the hot products section. It’s just a great opportunity for brands that are small. It’s not a huge investment to potentially get their name in front of every single retailer. Expo West is the largest show for the natural products industry. You have everyone from Walmart, Costco and Kroger and all the way down to your five-store chains attending because it is that important and that big of a show because you can really see everyone all at once.”

“Flavored butter can be a solution to all their problems,” said Phukan in reference to what retailers should take away from the company’s booth. “Whether that’s a revenue problem or a store traffic, or just providing consumers with something fun, unique and new. Butter can solve those problems. Whether it’s in the meal kit or frozen vegetables, there’s still a top opportunity for consumers and retailers and manufacturers, which is kind of nice about these shows. Even the people walking around that are there for a brand might see something at Epicurean and think ‘Oh, you know this flavored butter would work great with our pasta,’ or something. Just trying to be a solution and show that butter can be used in so many different ways.”

Leading manufacturers such as Upfield have been leaders in the butter category since 1871. The company has remained focused on its brand Flora, which is a spreadable butter alternative that is vegan and dairy-free. Alongside this, the company has a traditional butter option, which is widely known as Country Crock and is slow-churned in Kansas. While butter alternatives have been increasingly driving growth to the category, Upfield produced ProActive, a butter option for those looking for a healthier choice without sacrificing the taste and texture of butter. The company has several other butter brands that continue to drive growth to retail stores and offer a solution for many different consumer preferences and needs.

“The plant-based food movement has become mainstream as more consumers choose plant-based foods for health or special diet needs reasons, environmental and ethical reasons, or because they simply want to eat more foods made with plant ingredients,” Julia Werb, Head of Shopper Marketing and Consumer Promotions for Upfield North America said previously. “There is a growing segment of consumers who are customizing their dietary lifestyles by adding plant-based foods to their grocery basket.”

Reflecting Epicurean’s goals of showing retailers how butter can drive store traffic and category growth, retailers have begun to notice the increase in not only traditional butter sales but also in subcategories such as flavored, vegan and premium butter options.

“The butter category—butter not margarine—has grown immensely throughout the last couple of years,” said Bob Gettner with B&R Stores. “Plant-based butters were a slow start but have continued to gain traction. With more and more consumers trading to plant-based items, they are looking in all categories for such items. As the category manager for B&R Stores, my stores on a regular basis send customer requests for additional plant-based or non-dairy butters as with so many different dairy allergies arising, they are still wanting to have a butter, without the effects that a dairy-based butter will affect them with. The trend for plantbased butters is still on the rise, and I will actively continue to add these types of items to our stores to give additional choice and options for our customers.”

Consumers can sauté, cook, bake, & finish with Epicurean Butter